Local is lekker! The Search for an Appropriate Food Identity for the Free State Province, South Africa

The objective of this paper was to establish a food identity for one of South Africa’s least visited provinces, the Free State Province. Twenty-nine qualitative responses were obtained via structured interviews from tourism government and tourism association employees, local restaurateurs, local food and drink producers, local residents and a local historian. Key findings indicate that the Free State’s food identity can be described as hearty, comfort food cooked from ingredients typically found in the Free State, using recipes and preparation techniques passed on from generation to generation in Basotho and Afrikaner families. Meat and beer emerged as fundamental local items to be focussed on and promoted. Implications of the study include local tourism stakeholders gaining knowledge of which food items to promote as Free State food. The study shows that food tourism can assist in growing the tourism sector in the Free State, the development of a food tourism route and lead to the creation of a new tourism brand focussing on typical Free State food. Key literature contributions of this study include closing a literature gap by further studying food tourism in South Africa and establishing a determination process of authentic food identities for any destination.